Eileen Gu is currently the highest-earning athlete at the ongoing Winter Olympics, even competing with megastars like Lindsey Vonn and Mikaela Shiffrin. The freestyle skier represents China.
Born and raised in the United States, Gu initially competed for the American team before announcing her switch to represent China in 2019, the country of her mother’s origin.
At the 2022 Winter Olympics in Beijing, she competed for her adopted country and took a decisive step toward becoming one of the world’s highest-paid and most-watched athletes.
Eileen Gu and Porsche.Video: Porsche
The 18-year-old secured two gold medals and a silver at the Games, quickly establishing herself as a marketing powerhouse. Her unique background, striking appearance and active social media presence have all contributed to her appeal.
Gu currently boasts approximately 2.5 million followers on Instagram, attracting endorsements from major brands like Red Bull, Louis Vuitton, Tiffany & Co., Victoria’s Secret, and IWC Schaffhausen. She likewise works as a model and reportedly receives significant financial support from Chinese public institutions.
According to Forbes, Gu earned $23.1 million in 2023, equivalent to roughly 474.13 million Czech crowns. This places her as the fourth-highest-paid female athlete in the world.
But why are we covering Eileen Gu? It’s her connection to the automotive world. The athlete frequently showcases cars on her social media, particularly those from Porsche. This partnership is largely driven by marketing, as Gu is an ambassador for the German brand.
She reportedly favors the all-electric Macan and often appears at events showcasing other Porsche models, including its high-performance vehicles.
Photo: Instagram/Eileen Gu
Porsche also leverages her modeling experience, resulting in numerous stylish photos featuring the brand on social media. Previously, Gu collaborated with Cadillac before partnering with Porsche.
At the Games in Italy, the Chinese skier has so far won two silver medals, with the U-ramp competition still to come.
